Who controls PTI’s social media narrative?

The Pakistan Tehreek-e-Insaf (PTI) is facing growing internal concerns over its social media strategy, as controversial messages circulated through the party’s official digital platforms continue to complicate its efforts to regain political space.

The latest controversy emerged on October 26, when the party’s verified account on X republished a statement attributed to its founder, Imran Khan, containing strongly worded criticism of the country’s senior military leadership.

However, the statement was not a new message from the former prime minister. It had originally been issued in 2025 and was shared again by the party’s social media team nearly a year later, at a time when PTI was facing a series of political setbacks.

A senior party leader, contacted for comment, described the development as unfortunate. The leader raised questions about the purpose of republishing the statement, particularly when the party was struggling to rebuild political relationships and expand its support base.

According to party insiders, such posts are often shared without taking senior leadership into confidence, including PTI Chairman Barrister Gohar Ali Khan and Secretary General Salman Akram Raja.

One party leader questioned whether the social media strategy was helping PTI attract political support or further narrowing opportunities for dialogue and political engagement.

The controversy comes at a difficult time for the party. Imran Khan remains incarcerated, three of his sisters have also been detained, and PTI has lost its government in Khyber Pakhtunkhwa following the imposition of governor’s rule on October 11.

Since the removal of its government in April 2022, PTI has faced an increasingly difficult political environment. The party has dealt with crackdowns, legal challenges, the loss of its election symbol and the continued imprisonment of its founding chairman.

The loss of its government in Khyber Pakhtunkhwa has further weakened its position, particularly because the province had long served as one of its strongest political bases.

The imposition of governor’s rule has also raised questions about PTI’s future political and organisational standing in the province. At a time when the party needs broader political support and public sympathy for its detained leadership, its digital platforms continue to circulate messages reflecting a confrontational approach.

The situation has renewed questions about who controls the party’s digital narrative and how decisions regarding its social media messaging are made.

In 2025, a report published by the newspaper claimed that several major verified social media accounts associated with Imran Khan and PTI were being operated from abroad on the instructions of the party founder. The directions were reportedly communicated through his sister, Aleema Khan.

Following the arrests of Aleema and her two sisters, the issue has once again attracted attention.

In another development, Barrister Gohar told the Islamabad High Court on October 15 that PTI did not claim ownership or control of Imran Khan’s X account.

However, the distinction between the former prime minister’s personal account and the party’s official social media platforms has failed to resolve questions about the political messages being circulated through PTI’s digital channels.

The party has also faced criticism over its association with overseas-based YouTubers and political commentators. Questions have repeatedly been raised about their influence on PTI’s political narrative and messaging.

The republication of Imran Khan’s 2025 statement has added to the difficulties faced by party leaders attempting to restore political space and improve relations with other political stakeholders.

With its founder and several members of his family in custody, its government removed in Khyber Pakhtunkhwa and internal differences over its political direction becoming increasingly visible, PTI faces a major strategic challenge.